Marketing teams are always up against the clock. When you need to know what’s working, you don’t have time to wait for last week’s numbers or dig through a dozen dashboards. If you want to actually move the needle, you need reports that are up-to-date, dead simple to understand, and easy to tweak as your team (or your boss) changes direction.
That’s what this guide is for. If you’re a marketer trying to get real-time go-to-market (GTM) reports—without a PhD in business intelligence—this is for you. We’ll use Extrovert, marketing analytics software that promises to make GTM reporting less painful. You’ll get the real steps, what’s worth your time, and what you can ignore.
Let’s get into it.
1. Know What “Real-Time GTM Reporting” Actually Means
Before you start clicking buttons, let’s clear up a myth: “real-time” is rarely instant. In most marketing tools (Extrovert included), “real-time” usually means data updates every few minutes—sometimes less, sometimes more, depending on the integration.
What’s GTM reporting, anyway?
Go-to-market (GTM) reports pull together data about your campaigns, pipeline, conversions, and revenue impact. It’s the stuff you actually care about—not vanity metrics, but measures that tell you what’s driving business.
Pro tip: Don’t get distracted by dashboards that track everything. Focus on KPIs that matter—pipeline created, deals closed, campaign ROI. The rest is noise.
2. Set Up Your Sources (The Right Way)
Extrovert is only as good as the data you feed it. If you want useful reports, start by connecting the right sources.
What to connect: - CRM: Salesforce, HubSpot, or whatever holds your deals. - Ad Platforms: Google Ads, LinkedIn, Facebook, etc. - Marketing Automation: Marketo, Pardot, Mailchimp. - Web Analytics: Google Analytics, or wherever you track traffic.
How to do it: 1. In Extrovert, go to the Integrations or Sources section. 2. Click the platform you want to connect. 3. Authenticate (you’ll have to log in and grant permissions). 4. Choose which data to sync—don’t just “select all.” Be picky. If you don’t use a source, skip it.
What works:
Extrovert’s integrations are usually straightforward. Most common platforms are one-click, and syncing is fast for basic data.
What doesn’t:
If you’ve got custom fields, weird CRM setups, or legacy systems, expect some headaches. Extrovert isn’t magic—sometimes you’ll need help from your ops or data team.
Ignore this:
Don’t bother syncing every platform “just in case.” More data equals more noise. Start with what you actually use to measure GTM success.
3. Map Your Data—Don’t Skip This
Data mapping sounds boring, but it saves you hours of cleanup later. This is where you tell Extrovert how to match fields between your sources (e.g., what’s a “lead,” what’s a “deal,” etc.).
Steps: 1. After connecting sources, go to the Data Mapping or Field Mapping area. 2. Match up the basics: leads, opportunities, accounts, campaign names, revenue. 3. If you use custom stages (like “Demo Booked” or “Sales Accepted Lead”), map those, too. 4. Name things clearly. If your CRM says “Lead Source 2023” but your ad platform says “Campaign Source,” make sure they’re linked.
Pro tip:
If something looks off—a field is blank, or numbers don’t add up—check your mapping first. Nine times out of ten, that’s where things break.
4. Build Your First Real-Time GTM Report
Now the fun part. Here’s how to make a report that actually tells you what’s happening in your pipeline.
Step-by-step:
- Go to Reports or Dashboards
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In Extrovert, click Create New Report or Dashboard.
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Pick Your Template—or Start from Scratch
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Templates can save time, but only if they fit your GTM process. If you’re not sure, start from scratch for full control.
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Choose Your KPIs
- Pipeline created (by campaign, channel, or owner)
- Conversion rates (leads-to-opportunity, opportunity-to-win)
- Revenue attribution (which campaigns actually drive deals)
- Deal velocity (how long from lead to close)
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Ad spend vs. revenue (ROI)
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Select Your Filters
- Time range (last 7 days, this month, custom)
- Segments (by product, region, or persona)
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Source/channel
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Visualize
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Pick the simplest chart or table possible. If it takes more than 10 seconds to explain, it’s too complex.
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Name and Save
- Give your report a clear, no-nonsense name: “Q2 Pipeline by Channel” beats “Executive Overview 3.0.”
What works:
Extrovert’s drag-and-drop builder is easy to figure out, and you can see data update as you tweak filters.
What doesn’t:
Don’t expect perfect attribution, especially if your sales cycle is long or your CRM is messy. Multi-touch attribution is still hit-or-miss—don’t obsess over it.
Ignore this:
Fancy charts with too many segments. They look impressive, but nobody actually uses them to make decisions.
5. Share Reports with Your Team (Without the Headaches)
Making a report is only half the battle—getting people to actually look at it is the real trick.
Ways to share: - Live Links: Extrovert lets you share a live, always-updated link. Good for teams who want the latest numbers. - Email Snapshots: Schedule daily, weekly, or monthly snapshots. Handy for execs who won’t log in. - Slack Integration: Push key metrics straight to Slack channels.
What works:
Live links are great for transparency. You can see who’s viewed the report, and it updates automatically.
What doesn’t:
Email attachments. People ignore them, and they’re outdated the second you send them. If someone insists, send a link instead.
Pro tip:
Set permissions carefully. Not everyone needs to see everything. Keep sensitive data (like deal values) restricted to the right folks.
6. Keep It Clean: Maintain Your Data (and Your Sanity)
Real-time reports are only as good as the data going in. If your CRM is a mess, your reports will be, too.
Here’s what to do: - Schedule regular data audits. Once a month, check for broken fields, duplicate records, or campaigns with missing tags. - Train your team. Make sure everyone knows which fields are required for reporting. One rogue sales rep can break your pipeline numbers. - Use automation. Extrovert has some built-in data hygiene tools—use them to catch duplicates or flag missing info.
What to ignore:
Manual exports and spreadsheet “fixes.” The more you patch things outside the system, the messier it gets.
7. Iterate Fast—Don’t Wait for Perfection
Your first report won’t be perfect. That’s fine. The best marketing teams tweak their dashboards constantly as campaigns launch, sales targets change, or leadership asks, “Can we see X by Y?”
How to iterate: - Review your reports weekly. What’s useful? What’s ignored? Cut the noise. - Ask your team: “Do you actually use this number to make a decision?” If not, ditch it. - Don’t be afraid to rebuild from scratch. Sometimes it’s faster than endless tweaks.
Pro tip:
Set a recurring 15-minute meeting to review your GTM dashboard with key stakeholders. You’ll spot bad data and useless charts faster.
Wrapping Up
Real-time GTM reporting in Extrovert isn’t about shiny dashboards—it’s about getting the right numbers in front of the right people, right when they need them. Start simple, focus on what matters, and keep tuning as you go. The best teams aren’t the ones with the fanciest reports—they’re the ones who actually use their data to make better decisions.
Keep it straightforward. Don’t try to boil the ocean. Build, test, and keep moving. That’s how you turn reporting from a chore into an advantage.